Achieving Success Online - Convio Workshop

Transcription

1 Achieving Success Online - Convio Workshop 1 1

2 Agenda Revisiting Our Perspective for Online Marketing Goals and Constituent Exercises File Building Approaches Viral Marketing Relationship Pathways Constituent Empowerment Bringing It All Together 2

3 You Could Be Missing Out Basic online site Strategic plan Active acquisition Relationship building Constituent empowerment 3

4 Convio Value Generation is Multi-Faceted Source Prospects/ Donors Revenue Impact Fundraising Impact For-Fee Services Build Donor Lifetime Value Major Donor Impact Total Value Cost Savings E-store sales Mission Impact Reach/ Influence Service Advocacy 5 4

5 Increases Value of Offline Relationships Lifetime Donor Value Offline Donor Value $1,000 $800 $600 $400 $200 $0 $314 Offline Only No ecrm Note: Metrics exclude transactions $10k+ and one time only donors $694 Offline Only w/ ecrm Donor Description Offline Revenue Online Revenue $877 Dual Channel Donors per segment: Offline Only No ecrm: 55,042 Offline Only ecrm: 2,844 Dual Channel: 3,143 Source: Joint study conducted by Convio and Strategic One 5

6 The Wired Wealthy Web Site Use 66% 49% First Time Every Time 9% are inspired 6

7 Organizational Goals and Objectives Please list the top goals of the organization for the next 12 to 18 months. These should be the overall goals of the organization, not just the online goals. Be sure to think beyond just fundraising, and identify areas such as expanding the base of supporters, any new programs to be rolled out, better awareness and education, etc. Now list the online goals (or create some) that could tie back directly to the overall goals listed above. (Example: Broaden our base of supporters Grow house file of prospects to 10,000) 7

8 Please detail the types of audiences below that your organization interacts with. Some examples are included. Also, please identify a desired action you would want from that group and if you are actively communicating with them today (online or offline). (Q1) Audience Type Desired Action Active Communication Professionals Client and services referrals to our organization Good communication Donors Recurring gift sign up Good communication Those afflicted with disease/disorder Engage our services Fair communication Volunteers Recruit more volunteers Poor communication Activists Testifying at the Capitol for a lobby day Fair communication 8

9 Topic Exercise 9

10 Related Topics Using a free form approach similar to the diagram presented, draw out related topics that stem from the core issue your organization deals with. Ultimately, look for those areas that are specific enough to warrant direct action, yet broad enough for wide appeal. 10

11 Building File: Website Conversion Maximize conversion opportunities on your Website Goal 3-7% conversion of unique visitors to subscribers 11

12 Advocacy to Drive List Growth and Online Revenue Humane Society s Petition for Poultry Final total: 100K petition subscribers 55K new list members Of new list members, 7,446 (14%) have since donated online 12

13 Provide opportunities to step up 13

14 Grameen Foundation List Growth Compelling Mother s Day Campaign included e-cards, tribute donations, and Google Ads appeal had 45% open rate and 11% click thru rate List grew 200% during week of Mother s Day Continued to add ~170 new members a week 14

15 Downloadable Materials & Other Incentives 15

16 Chaperoned Campaign 16

17 Conservation International: List Growth Added 50k s in 2 weeks Used widgets and social networks (MySpace, Care2, blogs) to spread the word Embedded Convio registration on Yahoo! 17

18 This section describes common tactics for building your file. Do you have active campaigns in any of these areas? Please review tactics, associated descriptions, and tell us which you have participated in. Tactic Description Has your organization done this? Online Newsletters Using an online newsletter as an incentive for constituents to provide an address. Petition Using an online petition to gather names in order to demonstrate support for the organization. The stated goal is generally calling for a change of behavior for an external organization. (company, governmental, etc.) Pledge An online sign up for constituents to agree to change their own behavior. ECards Providing themed ecards on your website as a service or activity for website visitors. Typically, an address is required to send an ecard with an invitation to opt in to online organizational communication. Downloadable Premiums Tangible Premiums Chaperoned Viral Campaigning Offering content or a downloadable incentive for providing an address. Examples include screensavers, artwork, pamphlets in PDF form. These premiums are tangible and are fulfilled via US Mail. They require a registrant to provide postal information and typically have a higher perceived value than downloadable premiums. Examples include bumper stickers, books or pamphlets, magnets. Having an external group send s to their own lists, driving them back to your web site for an engagement opportunity An online campaign with the primary goal of growing an file by reaching new constituents based on referrals from existing constituents. Typically, a viral campaign has a strong pass along appeal to encourage outreach and growth for instance: entry in to a contest or lobbying for legislation. Additional notes or comments 18

19 Petition Using the issue diagram you created earlier choose at least 3 areas that your organization could use as the basis for a petition campaign. If you already have a petition program in place, include that as well. Issue Description Target Key Date? Alternative Energy 25% alternative fuel makes as part of each new years line up of automobile models Automobile Industry Detroit Car Show in 2008 Pledge Using the issue diagram you created earlier choose at least 3 areas that your organization could use as the basis for a pledge campaign. Also indicate if your organization has support materials that would help the constituent to realize the goal. If you already have a pledge program in place, include that as well. Issue Description Support Materials Carbon Emission Reduce your carbon footprint by 10% Guide to home energy efficiency Key Date? Earth Day

20 Downloadable Materials Think about areas of expertise within your organization. What types of materials exist today, or that you would be able to pull together, and deliver them as a downloadable product. It is often helpful to think in terms of packaging up and combining several existing pieces of information into a more comprehensive document. Topic Format Existing? Activities to do with your kids that promote creative play Calendar with daily suggestions and a monthly detailed project Paper format exists today How to guide for saving energy and reducing carbon footprint around the house Educational pamphlet and workbook Lots of material but not organized Premiums Does your organization have any low cost items which could be sent out in exchange for registering on the website? Item Cost to produce Cost to fulfill Total Cost Bumper Sticker $1.10 $0.45 $

21 Chaperoned Which organizations do you work with (corporate, professional, affiliated) that you would be able to coordinate a chaperoned campaign. Think about what the benefit for the associated organization would be, and what the registration hook for their subscribers would be. Group Campaign Their Benefit Hook Association of Psychiatric Professionals Homeless Shelters Play Critical Role in Nation s Mental Health Touting their support of our organization and access to survey results Downloadable survey results conducted across multiple disciplines. 21

22 Additional Registration Ideas 22

23 Existing Donors Of the various methods discussed so far, which would be our best approach for getting our existing donors addresses. Format Contest PR Description Signed copy of Book by <famous author> raffled through web site entry. Promoting green approach by moving as much communication as possible away from paper. 23

24 Viral Marketing: Brady Campaign Designed compelling campaign creative and leveraged publicity of celebrities and news to drive traffic to a micro-site 40% of micro-site visitors signed the petition resulting in significant file growth in just a few months Brady Campaign/ Million Mom March: File 180, , , , ,000 80,000 60,000 40,000 20,000 0 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04 24

25 Viral Campaign Leveraging External Events Over the next 12 months, what news stories, celebrations, commemorations, etc. are likely to come out around issues relevant to your organization. List those here, along with the relevant issue, the likelihood of occurrence, and possible registration vehicles. Story Likelihood Registration Opportunity Cataclysmic event around glaciers, snow melt, arctic ice, or other visible High Pledge to reduce carbon footprint. demonstration of global warming. 25

26 Re-Thinking Communications Frequently organizations send communications that are update oriented versus thinking about how to advance a relationship Most send the same messages to everyone An all or nothing mentality: suppression groups, when they exist, are often limited to major donors or other protected groups who simply receive no or very limited communication. ASPCA achieved 26% higher open rates and doubled the response rate through segmentation 26

27 Campaign Approach Message 3 $2,900 Gifts Message 2 $1,951 Gifts Message 1 $1,811 Gifts 4X the initial amount 29 27

28 Relationship Pathways Cultivation Part 1 Cultivation Part 2, Soft Ask Pledge, Petition New Prospects Thank You Stewardship Update Sustainer Appeal New Donors Invitation to Cultivation Event Stewardship Update Special Need Appeal Mid-Level Donors 28

29 Targeting and Segmentation Please work on this exercise back at your office and include various departments (development, marketing/communication, advocacy, program offices, etc.) to get a full overview of the organization. What are the three top ways you would want to segment your constituents based on interests? (cat vs. dog) What are the top three to five activities you would want to segment on? (donor vs. non-donor) What other criteria might be important for your organization? (geographic location, children at home, etc. ) 29

30 Active Empowerment In our evolving world, empowering this phenomenon enabling constituents to market for your cause is critical NPO Constituent enablement Personal pages Personal events Widgets ecards / Tell-a-friend Rewards Program Etc. Constituent Friends and Family Social networks NPO Marketers are realizing great success by: Empowering constituents with online tools at their sites Attracting empowerment-minded influencers 30

31 Case Study: Jewish National Fund [Viral marketing strategies have] given us the opportunity to expand our donor base. We re seeing that in terms of the growth in contributions and the amount of involvement by people in JNF. Mitchel Rosenzweig, CFO Annual Alternative Spring Break JNF provided suggestions and guidance to maximize fundraising Participants created their own fundraising pages 370 pages created Avg 37 requests; 9 donations $216,806 raised 1 student raised over $8,000 by hosting own fundraising event 31

32 Convio Personal Events Do not need to have a fundraising focus Ideas for use: Movie nights, clean-up walks, hikes, etc. Local rally tied to national event Local fundraising dinners Enable success: showcase examples, starter kits, coaching, etc. 32

33 Off Your Site 33

34 Personal Pages Think about the various constituent groupings you identified earlier. Is there one particular group that lends itself to a high level of engagement? Could this engagement be leveraged into a campaign to push personal fundraising pages? Is there a way to engage a broader audience as the campaign gains momentum? List out the groups, the theme, and how you might extend this to the general public below. Group Theme Broader Audience Theme Volunteers How reading to children has changed my life. Tribute to a mentor from your past Personal Events Following the same approach as you used for personal fundraising pages, think about specific constituent groups who might be open to hosting their own events. List out here the group, the theme/format, and what supporting materials you might provide. Group Theme Support Materials Activists TV Watching Party for Law and Order episode PDF of talking points dealing with illegal search and seizure about Constitutional Constituents interested in blood pressure info Low Sodium Pot Luck Dinner rights. Low Sodium Cook Book 34

35 Putting it All Together Looking back across all of the various elements we have covered, envision a coordinated campaign that would utilize an capture technique and incorporate a viral component. Is there an external event such as a news story or date which could be used to help engage the base? Which constituent groups would this best target? What might a relationship pathway look like for new registrants gained through this initiative? How could this be tied back to the overall goals of your organization? In the space below, write out the answers to above, and list any obstacles, questions, or action items related to this endeavor. Pick an acquisition approach What is the issue it is dealing with? Is there a driving date or event? What would be a potential news story? Who would be the target group? What would be the next desired step in the relationship pathway? What messages might be included in this pathway 35

36 Obstacles, objections, notes, action items, follow ups, questions, etc. 36